An interesting article in Inside Radio reported on a study released by Borrell, which focused on the purchase of digital and radio ad time. According to the article:
“A new survey by Borrell Associates finds 43% of local agencies bought streaming audio and podcast advertising this year, compared to 10% of local businesses that bought the mediums directly.”
The article continued:
“By comparison, 31% of local businesses surveyed by Borrell said they bought traditional radio during 2023 spending $35,407 on average. But that still trailed what agencies did as 61% reported they bought AM/FM radio for their local clients.”
You can see the complete analysis in Inside Radio here.